For over ten years, the Goldman Sachs 10,000 Small Businesses program has helped thousands of entrepreneurs grow their businesses and create jobs in their communities. The free 16-week course offers practical business education, support services, and access to capital for small business owners. Two small businesses located at Savage Mill took part in the Spring 2025 Baltimore-based cohort. We were curious about their experience and what they took away from it.
Good Food and Good Conversation
Neman (Nem) Popov is right at home in Roggenart at Savage Mill, the third in a chain of eight bistro/cafes he’s built from the ground up, starting right here in Howard County in 2017. Nem’s philosophy is that it’s important to create space and time for people to enjoy good food and conversation, and he leads by example. The European café culture imbues each location, testament to the care and attention he has invested in the undertaking. Nem’s warm greeting and handshake segue to a fascinating, wide-ranging conversation about Roggenart and Nem’s impressions of his most recent learning venture.
An Open Mind
The past eight years, Nem has worked many long days and weekends, giving up most of his social time to get his new venture off the ground and established. Although he had over 20 years of corporate executive experience prior to founding Roggenart, Nem is never done learning. Your mind, he says, benefits from being expanded and challenged. So when he stumbled across something online about the 10,000 Small Businesses program, he decided to apply, confident that he and his business could benefit.
People-Centric
First off, Nem said, “It was great to meet other entrepreneurs – we understand one another and what we’ve had to go through to get to where we are. We know the struggles, the sacrifices, the learning that is required. Every entrepreneur deserves respect.”
The program has a solid foundation in business education (ex: business plan, financial statements, marketing), but one of the biggest takeaways for Nem was the value of focusing on people. This particularly struck him during a module about negotiations, which are often looked at from a winner-loser perspective. A role-playing component encouraged the participants to spend time talking with one another to deepen their mutual understanding and become familiar with different emotional perspectives. In the end, Nem realized, spending time getting to know the other person ensures the deal that is crafted is better for everyone.
A Light Bulb Came On
Another “a-ha” moment for Nem was when he related the impact of the carefully-structured course to his own business. He saw that systems work together to create a culture that ensures success. Reflecting on that and in consultation with one of the business advisers, Nem had a revelation about the next step he needs to focus on for his growing company. “I’m an ideas person, but I can get sidetracked and things don’t get finished. Roggenart will begin recruiting for a phenomenal implementer, someone to craft rules, rhythms, and processes that will create a company culture and hold people accountable.”
A Roadmap Forward
As the intensive program came to a close, Nem found himself immersed in the final task, the writing of a personal growth plan tying the business together with his personal character, life, expectations, and personality. The leaders encouraged the cohort members to reflect on where they want to be and how their businesses represent them. Nem marvels at the process. “It was a wonderful reflection process that absorbed me for two complete weekends. I’ve now fleshed out a roadmap that will guide my journey and Roggenart going forward.”
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I Was Ready
Participating in the program also had a huge positive impact on LaRay Johnson with LaRaydiance Wellness Spa Boutique. We sat down with her in her thoughtfully-appointed waiting area to learn more.
According to LaRay, “I’d initially heard about the program in 2016 through Baltimore City’s Small Business Resource Center, shortly after opening my business that same year. At the time, I didn’t yet meet the qualifications, but it left an impression and stayed on my radar. Then in October 2024, I reconnected with the program at a Howard County EDA networking event. That moment felt full circle. I had grown personally and professionally, and I’ve dedicated myself to building a financially sound, service-oriented business. I knew it was time—I was ready to apply and fully embrace the opportunities the program offers. This clarity, coupled with a vision for sustainable growth, positioned me as a strong candidate.”
Relationship Building
LaRay knows first-hand the importance of building relationships with her clients. But one major insight she gained from the program is the importance of building them with financial institutions. “It’s not just about being bankable on paper—it’s about cultivating trust and mutual understanding. I’ve also gained a clearer understanding of financial systems and planning tools that allow me to lead with more confidence and strategy.
“I also didn’t anticipate how meaningful the relationships within our cohort would become. There’s a real sense of connection and mutual support, and we’re already referring business, sharing resources, and encouraging one another, creating a robust support network. I also didn’t expect how much personal reflection the program would require—on who I am as a leader, what my business environment needs to look like, and whether I truly have the internal and external capacity to scale in the way I envision.”
A Lens on Legacy
The program presented aspects of owning a business that LaRay had never thought about. As she relates it, “I had never fully considered what retirement and succession look like—not just for myself, but for my family, my team, the patients we serve, and the broader community we support. The program opened up a new lens on legacy: how to thoughtfully plan for the future in a way that ensures the mission continues, the community stays cared for, and the business remains a source of healing and empowerment—even when I’m no longer the one leading it day-to-day.”
Working In the Business to Working On the Business
10,000 Small Businesses has triggered some changes in LaRay’s mindset. For example: “Shifting from working in the business to working on the business has been the biggest challenge. It’s easy to stay in the flow of service delivery, but building systems and strategy requires stepping back and thinking long-term. It’s a mindset shift—but one that’s absolutely necessary for true, sustainable growth.
“I’m already refining our financial systems and making more data-informed decisions. I’m also being more intentional about strengthening our relationships with financial institutions and creating operational improvements to support our next phase of growth.
I’ve always been involved in financial decisions, but I’m enhancing my ability to use financial data for clearer leadership. I’m becoming more confident in financial discussions and negotiations, realizing that understanding and utilizing numbers is empowering. The more I comprehend, the more effectively I can lead.
Realizing Her Vision
LaRay is also excited to see that she’s already making progress on some of her personal goals. “Our primary growth opportunity lies in expanding our Integrative Nutrition Health Coaching program. We’re refining our strategy, targeting our market more precisely, and enhancing communication of our offerings’ value. Additionally, by accepting CareCredit, HSA, and FSA, we’re removing financial barriers, providing our patients with greater access to care and flexible payment options. This aligns with our mission to make holistic wellness accessible and empowering.”
Alumni Ambassador
LaRay is a strong advocate for the 10,000 Businesses Program. “At the end of the program, I was happy to receive recognition for referring 16 eligible applicants. Small businesses are the backbone of our economy, and there’s so much involved with being an entrepreneur. I’m spreading the word that this is a great opportunity to get support to succeed.
“I’m also excited that my cohort voted for me to serve as our alumni ambassador! That means I’ll be invited back to speak to new cohorts and represent our group at events, including national meetings. The program made a huge impact on me, and I’m excited to help others learn and grow their business too.”
Click here to learn more about Goldman Sachs’ 10,000 Small Businesses program and whether it might be a good fit for you or someone you know.